Forbes: How Versed Is Bringing Quality Clean Skincare To All
How did you decide on the products to include in this initial launch, the packaging, and the marketing of the brand?
MELANIE BENDER, GM OF VERSED: We're proud to be the first community-driven drugstore beauty brand, and everything really starts and ends with our community. We work with 8 different types of proprietary data—from real-time social listening to deep dive focus groups—to help us understand the challenges real people are having with their skin. We then partner with our formulation experts to develop the products we feel are missing from the market.
Then we bring it all back to the community, who tests the products and provide feedback on everything from formula performance to prices. To date, over 9,000 people have actively participated in the development of Versed and its products.